MERCADEO Versión en español
Fernando Anzures of EXMA: Brands capable of creating, co-creating and collaborating with their communities will have a competitive advantage
Liz Unamo| 5 de abril de 2022
Face To Face Webinar 5 de Abril 2022
For Fernando Anzures, CEO of EXMA, the road ahead for digital marketing is co-creation, through which the most relevant campaigns are based on authenticity, are organic and go viral. In an interview on the Face to Face Webinar, Anzures said that if we look closely at most of the reels on TikTok or Instagram, the proof of those videos being true comes from people interacting, not with each other but with brands. “The world is headed toward the creation of communities and the creation of campaigns by those communities – which is to say, it’s as if members of the public would create their own social networks, and that would be outside of either Instagram or TikTok. So that brands capable of creating, co-creating and collaborating with their communities will have a very interesting competitive advantage,” Anzures said. Though he confessed to a strong belief in the role of ad agencies in the digital ecosystem, he warned that what is happening in the world of social media gives it a definite advantage in the industry. “A good agency reviews that insight about what is occurring organically on Instagram and TikTok, then makes it into a combination of platforms to create a great campaign.”Construction of content through influencers Understanding that today’s consumers are the media, Anzures explained, the voice of the influencer, as long as it complies with the three Rs – reach, resonance and relevance – will become a more important part of a brand strategy. “You must naturally understand that in a world where they don’t pay you any attention, they will do so through the voice of someone with credibility that isn’t a brand. A brand needs those ambassadors. I insist on the importance of organized communities, because developing a community makes sure that your influencers become advocates.” The future metaverseJust as with any future event, the metaverse can only be understood over time, Anzures maintained, and said the four technologies now coming together do have a future: Decentraland, Facebook to Meta, brands (Gucci, Coca-Cola, Wendys, etc.), and NFT. “When you put those together with the capability of tracing their unique togetherness while decentralizing the virtual worlds, the Internet becomes much more sustainable. Now, how many people will be connected in that metaverse? It depends on the price of the technology. See the complete interview here.
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